This is the standfirst: the one or two sentences that tell a reader what the piece is about and why it is worth their time. It is set larger than the body so the eye starts here.
The body follows at a comfortable reading size and measure, around seventy characters to a line. This paragraph and the ones below are placeholder text standing in for a real article.
A subheading breaks the piece up
Subheadings give a long article a shape a reader can scan. They are set in the site's display face, a step down from the section headings used elsewhere.
A pull quote lifts one line out of the article and sets it large, for the reader who is skimming.
Pictures sit at the full width of the text column, with a caption underneath in the same small type the rest of the site uses for labels.
Every article ends by pointing to the service it is about and to a conversation, like the rest of the site.